Building Your Campaign
As a partner to JDRF, your brand elevates the mission of JDRF – accelerating life-changing breakthroughs to cure, prevent and treat T1D and its complications.
However, for those members of your community who do not know about JDRF or type 1 diabetes, research shows that consumers have a positive feeling toward companies that align with a social cause.
From a 2018 report from Catalist we know that
- 69% of customers have given at point of sale in the last 12 months
- 81% like or don’t mind being asked at point of sale to give
- 96% felt neutral or more positive about a retailer after being asked to give, regardless of the cause
Beyond the giving transaction, how can we communicate with customers in the way they want about campaigns, in a way that builds good will between your customer and your company?
More and more, consumers want to know that the brands and stores they buy from are also giving back to the world in a positive way. Not only that, but they want to know how – the concrete ways in which their financial transactions are creating a positive impact.
The answer is storytelling. In a fast-paced world, we need to ensure we are connecting with them in ways and places they want, about engaging matters that have lasting impact.
Customers want to know how they can help, but they want concise information about how they can help do the greatest good, for the largest number of people, in the shortest period of time.
This is exactly where your storytelling strategy – and our resources to help you do so – come in. Each of these can be enacted on social media, via emails, on your website, or on in-location signage or handouts. Communicating this to your team members at staff meetings or on your internal platforms is key as well.
Before your campaign, tell your internal team and external customers what you’re going to accomplish together. Helping them understand what impact they will help make – when the time comes – gets your team ready to be great ambassadors of the cause and helps your customers get ready to make quick decisions at check out or purchase.
- Tell your customer what will be expected of them – a donation at checkout, a purchase of an item.
- Show them what the impact of the fundraising efforts will be via facts about JDRF research and clinical trials, or by sharing a story of a person or family impacted by type 1 diabetes.
- If you have a fundraising goal, communicate it so your internal team and your consumers know what you’re aiming for together.
During your campaign, tell them what you’re doing. Be specific. As much as possible, put faces to your stories here – utilize the Type 1 Diabetes Story Library and photos. Putting a human face on your campaign helps your team and your consumers understand the genuine nature of the impact you are making together.
After your campaign, tell them what you did. Your customers are the heroes in this story, championed by all of the work your internal team did to make it happen. Together, they raised money to work toward JDRF’s vision of a world without type 1 diabetes.
Be specific – tell them how much they raised – and illustrative – tell them what kind of research advances this money is going toward. This is a way to celebrate your community; make sure they know what they helped create.